Research On Consumers' Willingness To Pay For Pasteurized Milk And Its Influencing Factors

Milk is one of the main sources of human protein,but it is easily contaminated by some harmful microorganisms.If it is not sterilized before consumption,it will cause harm to human health.There are two main types of liquid milk sterilization methods today: ultra-high temperature sterilization and pasteurization.Before the 1990 s,China's dairy market was dominated by pasteurized milk(pasteurized fresh milk)and a small amount of milk powder.After the 1990 s,the production and sale of high-temperature sterilized milk(milk treated by ultra-high temperature sterilization)gradually occupied the liquid milk market.In recent years,although the nutritional advantages of Pap's milk have been re-recognized and promoted,its market share in China's liquid milk market is still very low.In order to implement the “13th Five-Year Plan” and “Healthy China” strategy of the dairy industry,China has recently implemented China's high-quality milk project,which will have “absolute advantages of “high-quality milk source” and “Pap's preservation technology”.As a key development target,Milk has ensured the “natural active nutrition” of milk,thus achieving the overall goal of achieving sustainable industrial development,increasing national consumer confidence,and comprehensive revitalization of China's dairy industry.Therefore,understanding the current consumer attitude and willingness to pay for pasteurized milk is of great significance.Using CNKI for literature search,it is found that domestic scholars still lack of research on pasteurized milk.At the same time,it is found that the papers on pasteurized milk consumption do not involve consumer behavior research.Therefore,in order to make up for the shortcomings of Chinese consumers' Pap's milk consumption behavior research,this study intends to use the residents of Xi'an as an example to carry out the research on consumers' willingness to pay for Pap milk and its influencing factors,in order to analyze the Pap's milk industry policy and market strategy.Provide a reliable basis for development and implementation.This study uses the survey data of consumers in Xi'an,Shaanxi Province,guided by the theory of planned behavior and the theory of willingness to pay,through the conditional value assessment method and using the Heckman selection model to understand the degree of cognition,trust,consumption and payment of pasteurized milk.Willingness,and further analysis of the factors affecting consumers' willingness to pay and the extent of the impact.According to the analysis results of the model and combined with the current dairy market,propose relevant countermeasures.For example,in order to strengthen the promotion and promotion of the advantages of pasteurized milk,strengthen management,supervision,punishment,increase capital investment,broaden financing channels,and find a position.Hierarchical marketing to make a viable solution for governments and businesses.Through empirical analysis,it shows consumers' attitudes towards Pap's milk(cognition,trust,environmental protection,taste,etc.),subjective norms of consumers(there are elderly,children,pregnant women and friends and family members at home),consumers The level of education and income positively affects the willingness of consumers to purchase Pap's milk.The price of pasteurized milk has a significant negative impact on consumers' willingness to buy.Consumers' attitudes towards Barth's milk(including cognition and trust),income,and consumer family size are positively affecting consumers' willingness to pay for pasteurized milk.Consumers' negative education affects consumers' preference for pasteurized milk.Willingness to pay.In addition,consumer subjective norms and perceived behavioral controls have little effect on the willingness of consumers to pay for pasteurized milk.The results show that consumers in Xi'an have higher willingness to pay for pasteurized milk.In the case that the average market price of 250 ml bottled high temperature sterilized milk is 3.5 yuan,the consumer is willing to pay a maximum of 6.55 yuan for 250 ml of pasteurized milk,and the payment premium reaches 87.14%.